This study conceptualizes a framework of service recovery based on equity theory by developing constructs measuring the behavioural intentions of complainants and non-complainants during service failure. Measures of justice, severity of service failure and satisfaction with service recovery are used to design a new scale. Primary data is collected in two separate studies surveying 241 and 752 mobile phone users respectively. The scale is tested for reliability and validity using structural equation modelling. Confirmatory factor analysis (CFA) is used to assess its unidimensionality and model fit. The analysis reveals a good model-fit and the new scale reports for convergent and discriminant validity. This reliable and valid service recovery scale helps in comprehending the theory behind service failure and recovery and enables an understanding of perceived justice in a consumer’s mind post service failure.
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